Two years after partnering with OpenAI to automate marketing and customer service jobs, financial tech start-up Klarna say they're longing for human connection again. Once gunning to be OpenAI CEO Sam Altman's "favorite guinea pig", Klarna are now plotting a big recruitment drive after their AI customer service agents couldn't quite hack it.
The buy-now-pay-later company had previously shredded their marketing contracts in 2023, followed by their customer service team in 2024, which they proudly began replacing with AI agents. Now, the company say they imagine an "Uber-type of setup" to fill their ranks, with gig workers logging in remotely to argue with customers from the comfort of their own homes.
"From a brand perspective, a company perspective, I just think it’s so critical that you are clear to your customer that there will be always a human if you want", admitted Sebastian Siemiatkowski (left), the Swedish fintech's CEO.
That's a pretty big shift from his comments in December of 2024, when he told Bloomberg he was "of the opinion that AI can already do all of the jobs that we, as humans, do".
A year before that, Klarna had stopped hiring humans altogether, reducing their workforce by 22 percent. A few months after freezing new hires, Klarna bragged that they saved $10 million on marketing costs by outsourcing tasks like translation, art production, and data analysis to generative AI. They likewise claimed that their automated customer service agents could do the work of "700 full-time agents".
So why the sudden about-face? As it turns out, leaving your already-frustrated customers to deal with a slop-spinning algorithm isn't exactly best practice.
As Siemiatkowski told Bloomberg, "cost unfortunately seems to have been a too predominant evaluation factor when organizing this, what you end up having is lower quality".
Klarna aren't alone. Though executives in every industry, from news media to fast food, seem to think AI is ready for the hot seat – an attitude that's more grounded in investor relations than an honest assessment of the tech – there are growing signs that robot chickens are coming home to roost.
In January of last year, a Boston Consulting Group report "BCG AI Radar: From Potential to Profit with GenAI", based on a survey of 1,406 C-level executives in 50 markets and 14 industries, found that 66 percent were "ambivalent or outright dissatisfied with their organization’s progress on AI and GenAI so far". It's a problem that evidently hasn't improved over the year.
Another survey by organizational planning platform Orgvue and reported April 30, 2025 on TechRadar Pro found that over 55 percent of UK business leaders who rushed to replace jobs with AI now regret their decision.
It's not hard to see why. An experiment labeled “TheAgentCompany”, a meticulously crafted simulation where Carnegie Mellon University researchers tested one of tech’s most provocative questions: Can AI agents handle the complex demands of real-world jobs?
They designed a fully virtual software firm staffed exclusively by AI "employees" – including models from Google, OpenAI, Anthropic, and Meta. These AI agents were assigned roles ranging from software engineers to project managers and financial analysts, and even interacted with simulated departments like HR and a CTO. To test the capabilities of these AI-powered workers, researchers assigned them typical office tasks: exploring file systems, evaluating new virtual office spaces, and writing performance reviews for their peers. The goal was to see how well AI could handle the day-to-day operations of a real-world company.
Business Insider on April 22, 2025 first reported the findings and they were laughably bad! The top-performing model, Anthropic's Claude 3.5 Sonnet, finished a little less than one-quarter of all tasks. The rest, including Google's Gemini 2.0 Flash and the one that powers ChatGPT, completed about 10% of the assignments.
When it comes to the question of whether AI will take jobs, there seem to be as many answers as there are CEOs excited to save a buck.
There are gray areas, to be sure – AI is certainly helping corporations speed up low-wage outsourcing, and the tech is having a verifiable effect on labor market volatility – just don't count on CEOs to have much patience as AI starts to chomp at their bottom line.